The global coronavirus pandemic affected the health, work, and economy of virtually the entire world population. In an adverse and uncertain international context, social isolation measures fostered a massive consumption of content, either on traditional television or digitally. The numbers registered during the lockdown differ greatly from the usual ones, as well as the ways people act and respond to the content they see.
In its recent webinar, Kantar IBOPE Media revealed that overall media consumption is increasing significantly during the lockdown, with online media channels and TV providing new opportunities to reach audiences.
“We asked people how much more time they are spending with media. In markets with some restrictions, media consumption is up overall, except for magazines and cinemas. The numbers are even clearer in markets with severe restrictions. This is an indication of what consumers are saying and doing,” explained Jane Ostler, Global Head of Media of the Insights Division at Kantar.
There are also interesting discrepancies in the way different age groups consume media channels. According to Kantar IBOPE Media, online viewing changes are more pronounced among the younger audiences across most media channels as markets enter severe restrictions.
“There is almost a universal lift in audience, even in smaller markets such as Peru or the Philippines,” assured Andy Brown, CEO & Chairman of the Media Division at Kantar, while analysing how the TV has been growing globally in Average Minutes Viewed per Day.
Harnessing the strength of news and information, Kantar IBOPE Media compared the impact of coronavirus related news with some other important moments in history. In the UK, for example, the Prime Ministers’ statement regarding Covid-19 attracted almost as many people as Prince Charles and Lady Diana wedding, and more than huge events such as the opening ceremony of the 2012 Summer Olympics, which were celebrated in London.
Kantar IBOPE Media discovered that audiences thirst for TV news is rising as part of Covid-19 routines. Therefore, the coronavirus crisis is generating audience records for news channels in countries as different as China or Argentina.
Lastly, in terms of ad sales, while only 8% of consumers believe that companies should stop advertising, the truth is budgets are under increasing pressure. In Ostler’s words, “advertising should be useful, positive and consistent with your values -don’t just drive your usual messages”.
There is almost a universal lift in audience” Andy Brown CEO & Chairman of the Media Division at Kantar
